Publications

February 2017
Case

Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand

By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu

The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details

Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; China

08 Apr 2019
Sharpening Your Skills

The Life of Luxury and How to Sell It

Research released recently by iseecars.com seems to indicate a fleeting happiness with luxury cars. New buyers of BMW, Jaguar, Land Rover, Mercedes-Benz, and Porsche sell them more frequently in the first year than owners of other models.... View Details

Keywords: by Sean Silverthorne; Auto; Retail; Fashion

2022
Working Paper

Values as Luxury Goods and Political Polarization

By: Benjamin Enke, Mattias Polborn and Alex A Wu

Motivated by novel survey evidence, this paper develops a theory of political behavior in which values are a luxury good: the relative weight voters place on values rather than material considerations increases in income. The model predicts (i) voters who are... View Details

Keywords: Political Polarization; Government and Politics; Moral Sensibility; Luxury; Values and Beliefs; Voting

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Article

The Mass Marketing of Luxury

By: Jose Luis Nueno and John A. Quelch

Find at Harvard

24 Aug 2017
Cold Call Podcast

Does Le Pliage Help or Hurt the Longchamp Luxury Brand?

Keywords: Re: Jill J. Avery; Fashion

2017
White Paper

The Impostor Syndrome from Luxury Consumption

By: Dafna Goor, Nailya Ordabayeva, Anat Keinan and Sandrine Crener

29 Mar 2012
Working Paper Summaries

An Exploration of Luxury Hotels in Tanzania

Keywords: by Diego A. Comin; Entertainment & Recreation

November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry

2012
Working Paper

An Exploration of Luxury Hotels in Tanzania

By: Diego A. Comin

Tourism is a tradable service activity that could allow some African countries to generate significant growth. Tanzania, given its unique natural assets, is an ideal candidate. However, despite being so richly endowed in touristic resources, Tanzania receives very few... View Details

Keywords: Natural Environment; Business Ventures; Luxury; Revenue; Price; Developing Countries and Economies; Accommodations Industry; Tourism Industry; Tanzania

22 May 2017
Lessons from the Classroom

A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders

Pauline Brown joined the HBS faculty following a tenure as Chairman of North America at the French luxury goods conglomerate, LVMH Moët Hennessy Louis Vuitton. (Photo credit: Albert Cheung) To future CEOs who want to succeed in the... View Details

Keywords: by Carmen Nobel; Beauty & Cosmetics; Apparel & Accessories; Auto; Tourism

14 Mar 2019
Cold Call Podcast

How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Keywords: Re: Geoffrey G. Jones; Beauty & Cosmetics

25 Nov 2009
Working Paper Summaries

The Devil Wears Prada? Effects of Exposure to Luxury Goods on Cognition and Decision Making

Keywords: by Roy Y.J. Chua & Xi Zou; Consumer Products; Retail

2015
White Paper

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

2009
Working Paper

The Devil Wears Prada: Effects of Exposure to Luxury Goods on Cognition and Decision Making

By: Roy Y.J. Chua and Xi Zou

Although the concept of luxury has been widely discussed in social theories and marketing research, relatively little research has directly examined the psychological consequences of exposure to luxury goods. This paper demonstrates that mere exposure to luxury goods... View Details

Keywords: Decision Choices and Conditions; Judgments; Ethics; Marketing; Behavior; Power and Influence; Luxury

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March 2006 (Revised April 2008)
Teaching Note

Celebrity Cruises, Inc.: A Taste of Luxury (TN)

By: Frances X. Frei

Keywords: Tourism Industry

January 2024 (Revised October 2024)
Case

DO & CO: Crafting Luxury in the Fast Lane (A)

By: Juan Alcácer, Esel Cekin, Michael Lee and Noah Roberson

In July 2023, Attila Dogudan, the chairman of DO & CO, a renowned international catering firm, found himself in a deep conversation with his two sons about a potential new venture: catering for the Las Vegas Grand Prix, a significant step beyond their 31-year history... View Details

Keywords: Decision Choices and Conditions; Health Pandemics; Opportunities; Corporate Strategy; Luxury; Food and Beverage Industry; Las Vegas

January 2024
Supplement

DO & CO: Crafting Luxury in the Fast Lane (B)

By: Juan Alcácer, Michael Lee and Noah Roberson

March 2022
Case

Abu Issa Holding: Navigating the Qatar Blockade

By: Mark Egan and Youssef Abdel Aal

The case follows Ashraf Abu Issa, CEO and chairman of Abu Issa Holding (AIH), as he contemplated the fate of his company’s regional expansion. AIH was a Qatari diversified holding company, whose primary business was luxury retailing and distribution. Abu Issa had set... View Details

Keywords: Luxury Retail; Expansion; Equity; Business Divisions; Growth and Development; Market Entry and Exit; Cross-Cultural and Cross-Border Issues; Consumer Products Industry; Saudi Arabia; United Arab Emirates

December 2021 (Revised May 2022)
Case

Troverie (A)

By: Thomas R. Eisenmann, Lindsay N. Hyde and Olivia Graham

Six months after the August 2018 launch of Troverie, a U.S.-based online retailer of luxury watches, the average cost of acquiring a customer is much higher than originally projected, and the startup is incurring a substantial loss on each sales transaction. Could... View Details

Keywords: Startup; Luxury Goods; Customer Acquisition; Entrepreneurship; Business Startups; Luxury; Failure; Internet and the Web; Revenue; Fashion Industry; United States